Female participation in the Australian workforce has steadily improved over time and is approaching equitable levels. However, the construction industry remains an exception to this where women only make up 2 per cent of workers. The Victorian Government wanted us to change this.
WHAT WE DID
This campaign was designed to recruit more women into the construction industry, making it a desirable option for young women when considering their careers whilst still at school.
We primarily focused on women aged 15-18, however, their key influencers (parents and careers advisors) plus employers themselves formed vital secondary audiences.
Central to the entire campaign is a new brand (Building Futures) and website, where all our audiences are directed via extensive digital channels.